- Simple, elegant metrics beat Einstein-esque complexity
Ever try to find something at a Best Buy on a Saturday, with dozens of other people vying for the nearest salesperson’s attention, only to be swiftly pointed off to a vague aisle yards away? After searching in vain for 15 minutes, frustration, confusion, and disinterest surely ensue.
Now imagine an instance where, instead of sending you off on your way, the salesperson of your favorite shop actually helps you find what you need – delivering you the perfect shirt for your jacket, and even showing you a great tie to boot.
What’s the difference between store 1 and store 2? For starters, you leave store 2 with what you were looking for. But more importantly, store 2 engaged you by building communication, trust, and commitment. Instead of pushing faceless traffic, store 2 created real value for you in the experience.
This high traffic (quantity) versus high value (quality) scenario could apply to any 2 websites. Ron Person explained the considerations in using OMS2 to create a more engaging website by leveraging cross-channel marketing and multipliers.
It used to be for a marketing manager, 3 or 4 channels of marketing in separate silos, with a few key metrics. Now there’s over a dozen channels – different variations, different metrics.
Rather than Einstein’s complex equation for web analytics, we need something simple and elegant to leverage these metrics. We need a model for engagement value, measured by communication, trust, and commitment. Through understanding the actions of users involving these aspects we can find our engagement value, Ron says. That’s where OMS2 comes in.
Engagement value accumulates at transaction points, where we can assign a point value to each point (Ron used 25,50&100, but you use any number to assign your own value to the page).
Looking at the dashboard running on OMS2, we can see where we can tweak, noting traffic types and value across multiple channels. For example, an email campaign creates 8% of value, yet is the most impactful channel. This tells us which areas we need to pump more into and expand on, and which may not be as engaging or impactful. We can track by individual visitor – engagement and activity score on the individual level or the business level.
The dashboard intelligence is so straightforward “even a marketer can do it”. Thanks Ron 
Once we have the engagement value, we can determine relevance – marketing effectiveness, relevance to user interests, value per visitor – and page potential.
Bottom line is, relevance > number of visitors. Instead of high traffic alone, focus on high traffic that’s highly engaged.
The nitty gritty:
Why is OMS2 better?
Although Google Analytics also allows similar tracking now – to prescribe value per page – the difference is the coding and the tracking. You can’t track individuals, you just get the bigger impression, but you should know where your users’ interests lie. OMS2 is easy to track on the business level or the individual level.
Dynamics integration?
The dashboard pulls data from the DMS, after first queries – your one time hit is cached, instead of needing to input a bunch of queries.
Cost per campaign factored in?
Though it’s not pulled in, you can use a program called Tableau for that. Costs change too constantly.
What questions do you still have about OMS2?
